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Innovation of the marketing mix at the Mercedes Milan Král Company
 MESÁROŠ, Daniel
The basics of thesis is innovation of marketing mix of the selected subject, which specializes in car sales and sevice. The company is called Mercedes-Benz Milan Král a. s. and its official authorized dealer of a brand Mercedes-Benz. The first part explaining the basic terms related to the marketing mix or an ino-vations that are used in the practical part. The theoretical part was followed by a practi-cal part. Here was analyzed a factors of the society. A necessary information were given by a marketing director and some information were on a website. For a correct analysis was necessary to analazy a competition and create a PEST analysis that showed an effects of the environment on a business. After the analysis was created questionnaire investigation focusing on all parts of the marketing mix. From a results were compiled graphs and comments with an impact on the company. Four problems from questionnai-re investigation were submitted to the marketing director for consultation. She ruled out some of them, Finally was created a proposals for innovation, which include a calculati-on, activity description and pricing. The results will be sent to the company as service improvement tool.
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